An in-depth exploration of the next generation of online display advertising
Christopher Autry is the CEO of Tailgate Technologies, the first technology company to transform online advertising into fully-fledged ecommerce. At ad:tech London (Thursday, September 25, 2008 12:00 PM -01:00 PM) he will be asking...
What is the end goal of display advertising? Product and brand awareness? Consumer engagement? Sales? A combination of all of these?
Could online display advertising become both a marketing and a sales channel? And if so, what would be the optimal way to deliver this new form of online display advertising? How would this shift in usage affect certain verticals like FMCG which traditionally use online display advertising for brand awareness only? What would this mean for publishers?
The next logical progression of online display advertising is the move beyond generating simple product awareness and driving traffic to websites. As online media becomes more fragmented, non-core content needs to extend beyond its current use as simple diversion and needs to complement and build on core content in manner that is both useful and meaningful to the consumer.
The session at ad:tech London will be an open and structured discussion based on a case study of using display advertising (video, widgets, banners, microsites, etc...) as pure ecommerce by a large FMCG player. An industry wide first push to realize the full potential of non-core content in relation to core content to sell product direct to consumer opens about a realm of possibility and debate. As a group, we will identify the key steps to taking control of the market and delve into the next generation of thinking around online display advertising used to develop practical models.
This workshop will offer an in-depth exploration of the next generation of online display advertising and its usage as non-core content. The session is intended for intermediate to advanced web industry experts and participation is limited to 30 people.
